Thanks to Smartphone experience, Indians are increasingly embracing other Smart Devices

Smartphone users’ buy wish- list tops Smart TV, Smart Watch / Smart Speaker and Home Appliances in that order

Gurugram – Monday, 7 September 2020: The 1st edition of ‘The Connected Indian Consumer’ consumer insights report released today by techARC reveals that Indians are quickly moving beyond Smartphones and leveraging the benefits and ‘connectivity’, ‘smartness’ and ‘intelligence’ of these devices to elevate the overall experience of living. In this report, based on insights captured from 2,500 users, the essence of this trend can be traced to extremely high satisfaction levels derived from Smartphone usage which is encouraging Smartphone users to possess other Smart devices as they are becoming available to them.  However, Smartphone continues to be the hub of being ‘smart’ and the first such device to be owned by any users who is on the journey of getting smart. This was the first ever user survey done on voice platforms including Amazon Alexa and Google Assistant.

Faisal Kawoosa, Founder & Chief Analyst, techARC, said, “The journey beyond Smartphones has already begun and the future is equally promising.  Although the journey had already started long back with Tablet PCs, Smart Watches, IP Surveillance Cameras and others, it has really swung up since the launch of Smart TVs, Streaming Devices, Smart Speakers among others.  Since 2019 beginning, the journey has been really impressive.”

“In the recent past (less than 3 months), TWS and Smart STB are two categories that have seen huge uptake within Smart Device categories,” added Faisal.

Among other factors like availability of affordable high-speed data services, enablement of online sales, etc., users are driving towards Connected Devices to derive enhanced experience which is offered by these use case specific devices than a generic device solving several use cases like a smartphone.  The typical journey involves users getting exposed to it through a Smartphone and then buying specific Smart Device to enhance the experience as well as derive value-addition.  For instance, users are primarily getting exposed to OTT entertainment content over Smartphones, which is then pushing the sales of Smart TV to get enhanced experience.

Though users still strongly believe that brand plays a vital role in delivering the experience, however, among the technical reasons, role of a processor is seen as the No. 1 reason in impacting the experience.

The component ecosystem has proactively responded to this trend as they are making their products available for several form-factors beyond Smartphones.  Google, Qualcomm, MediaTek, Corning among other major Smart component manufacturers have already launched their respective products making it possible for OEMs to create a portfolio around Connected / Smart Devices.  Google has developed form-factor specific versions of Android OS and Corning is also offering display glass for various Smart devices.

Among the chipset manufacturers, MediaTek has taken a lead in terms of adoption of its chipset solution by various OEMs across several devices including TVs, Smart Speakers, STBs, TWS among others.  Compared to this Qualcomm’s chipset has not yet gone primarily beyond Smartphones and TWS. 

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About the Report

The Connected Indian Consumer report is based on user insights of 2500 users, segmented into 1500 smartphone and smart devices users, and 1000 smartphone only users. This is the first ever research done where users were asked questions on voice platforms like Amazon Alexa and Google Assistant in addition to other digital modes. The voice survey was developed by PharynxAI

The users were asked about their smartphone experience as well as which all other smart devices they own and/or plan to own.  The research further delved into the reasons for Indians buying Smart Devices.  Preparation of component ecosystem was also studied in the research.

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